Online dating and page speed – is there an impact on business?

The presentation “Getting page speed into the heads of your organization – a first hand report” () talks about the impact of web page speed and how to get the importance into the heads of your organization.
It also talks about the measured business impact of web page speed onto our online dating business. Those insights might be handy if you’re looking for recent information published in the context of web site performance impact on business. Our BI-team did an analysis of the impact of our performance improvements reported in the referenced presentation. Here’s our key learning.

What did we achieve?

  • We reduced the page load time by 27% from 2.96s to 2.15s
  • We reduced the app server response time by 25% from 365ms to 275ms.

What is the impact?

  • We reduced the number of profile resigns by 24%
  • We increased the number of messages by 71%

What does this mean?

In online dating, revenue is a function of activities. The more active people gather on an online dating site, the more revenue is typically seen in the business. Activity on the other hand is a complex function of ‘messages transported’, ‘searches done’, ‘profiles viewed’, ‘pictures seen’ and so on.

So, in our case. The decrease in page load time led directly to higher activity on our platform. Higher activity leads to higher revenues. We’ve seen our impact on revenues driven by reduced page load time.